Working with clinical and cognitive psychologists and psychiatrists, Samsung developed an app that helps children suffering from Autism Spectrum Disorder (ASD) develop gesture-based communication and eye contact. To make parents of ASD children aware of Look At Me, Samsung partnered with Autism Speaks Canada to create a truly impressive awareness program—the winner in the “Community Outreach Campaign” category of Ragan’s 2016 Health Care PR and Marketing Awards.
The partners promoted a microsite that led parents to a Facebook group where specialists hosted Q&A sessions and answered questions on Look At Me. Outreach was aided further by a two-pronged earned-media campaign that involved a national media relations effort as well as tie-ins to Autism Awareness Month.
Paid media enhanced awareness, which drove impressive results. Data related to both outcomes and outputs demonstrate a clear understanding of the right ways to measure the impact of a communications effort. Under “outputs,” for example, the campaign earned five million paid impressions and more than 13 million earned media impressions from more than 30 unique pieces. Most important, the app was downloaded more than 10,000 times.
We congratulate Mark Childs, Jenn Groh, Carrie Habert, Jessica Savage, Nicole Grant, Paul Cartwright and Rachel Wallace.